You understand that social media marketing is important—and that LinkedIn is a great way for professional services providers to connect with prospects. In fact, it’s the social media network for business professionals.
Remember that about 60% of your buyers are checking your firm out on social media before purchasing. And 75% of those prospects are looking you up on LinkedIn.
But if you’re like many professional services firms, you have a range of service offerings and multiple audiences that you’re catering to. And when you’re promoting multiple services, it’s easy for your messaging on social media to get watered down.
If your individual services aren’t reaching or getting noticed by their appropriate audiences, your firm isn’t reaching its full growth potential. To help address this very issue, LinkedIn created what they’ve coined as Showcase Pages.
This relatively new feature was launched last November and is designed to help your firm develop a more effective social media marketing strategy—one that reaches the right audience for each of your unique offerings. As extensions of your company’s main LinkedIn profile, these Showcase Pages make it simple to highlight each of your services or address each of your audiences.
So, are Showcase Pages right for your firm? And how can you get started?
1. What Exactly Are Showcase Pages?
Showcase Pages replaced LinkedIn’s old Product and Services tab on your company profile. They are meant to better focus on content and promotion of segmented target markets, products, or services. Because they allow you to highlight different areas of expertise on specific pages, you can direct unique messages to the appropriate audiences.
Showcase Pages appear on the right sidebar of your company pages. Here’s an example from IT company Cisco:
You’ll notice that each Showcase Page uses similar imagery to connect it back to the company’s main brand.
2. Does My Firm Really Need Showcase Pages?
It depends. If you only have a few service offerings—or if all of your services share a very similar target audience, you might not. Showcase Pages are really most useful to businesses with lots of offerings, particularly offerings that appeal to different audiences.
A few examples of professional services companies using Showcase Pages today include:
3. How Can Visitors Interact With Showcase Pages?
If an individual is interested in a specific service from your firm, Showcase Pages allow them to follow just that service, receiving the content that matters most to them. They can interact with the pages that they’re interested in in the same ways that they can interact with your primary company page. This lets them keep up to date with specific services or aspects of your business without getting lost among other services less appropriate to their needs.
4. What About Analytics?
Like with all marketing efforts, monitoring the success of your campaigns and making adjustments is fundamental.
LinkedIn understands that the performance of Showcase Pages is important—as is your ability to track that performance. You can view and track much of the same kind of data that your main company page has, including:
- Engagement of individual posts, like impressions, clicks, and interactions
- Overall reach and engagement
- Growth in followers
- Follower and visitor demographics, like seniority, industry, company size, and function
- Page views and unique visitors
Taken together, this information will help better understand who your followers are and what content is resonating with them the most.
5. How Can My Firm Create Showcase Pages?
Decided that LinkedIn’s Showcase Pages would be beneficial for your firm? The next step is creating them—and the process is simple.
At the top right of your company LinkedIn page, click on the dropdown beside the blue “Edit” button. Select “Create a Showcase Page.” Name the page, assign an administrator, and create the page.
For Hinge, we have a Showcase Page for each of our four programs:
Organize them however it makes sense for your firm, whether it is by products, services, or audiences.
You’ll then be prompted to enter in information for the page before publishing, including a hero image, page description, logo, and featured LinkedIn Group.
LinkedIn’s Showcase Pages are easy, effective, and measureable—and it’s great way for your company to reach its specific audiences.
What experience does your firm have with Showcase Pages? Or what other LinkedIn tools have worked particularly well for you? Let us know in the comments!
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